If your campaign screams “best”, “market leading” or “number one seller” and it ain’t then watch out if you’re looking to sell it in China.
The Chinese government – often known for a fair bit of hubris itself – has introduced new laws this month preventing advertisers from embellishing a product’s claims.
The Wall Street Journal is reporting that the Chinese government has introduced new laws that prevent brands from using superlatives such as “highest”, “best” or “top level”.
China’s new laws can see firms fined as much as one million yuan ($AUD225,000) for using misleading language in marketing campaigns.
And it appears brands have to self-regulate. There’s no official list of words that can’t be used and companies that overstep the mark are quickly hauled over the coals by waiting and watching government officials.
“This version of the law emphasizes its importance and implementation. I think that’s why everybody takes this so seriously,” said Yin Wang, ad supervisor for a Shanghai-based Chinese language magazine was quoted as saying.
The WSJ is reporting that China has a long history of embellishing advertising slogans and claims that simply weren’t true. While the article reports a number of firms have had to hurriedly change websites, packaging and slogans to avoid the new hefty fines.